The Westminster Kennel Club Dog Show was first held in 1877 and is the second-longest continuously running sporting event in the United States. Every year it draws national media coverage from dog lovers, breeders, and spectators located all around the world. Events during the Westminster week extend beyond the competition and turn New York City into a hub for canine culture and brand activations. This year was no different with two giant inflatable dogs becoming an unexpected and unforgettable sight in the city.
Inflatable Design Group partnered with The Honest Kitchen and Good Conduct to create two 20-foot inflatable replicas of a French Bulldog and an English Bulldog as part of the brand’s latest campaign, “The Best Isn’t Always the Prettiest.” These inflatables were installed on a barge that cruised the New York Harbor and were later stationed at Plaza33 outside Madison Square Garden, where they turned heads, created conversation, and brought the campaign’s message to life in a bold way.
This inflatable activation was perfectly timed to coincide with the Westminster Kennel Club Dog Show week. It blended pop culture, pet advocacy, and experiential marketing all while putting authenticity front and center.
The Honest Kitchen’s Mission Behind the Inflatable Dogs
The Honest Kitchen was founded on the belief that dogs deserve minimally processed, human-grade food. The brand focuses on transparency, nutrition, and real ingredients. According to the Pet Food Industry, The Honest Kitchen’s campaign aimed to “celebrate natural canines and challenge traditional beauty standards often associated with pedigree perfection”.
Rather than showcasing perfectly groomed show dogs, The Honest Kitchen highlighted breeds often criticized for exaggerated physical traits, leaning directly into the meaning behind “The Best Isn’t Always the Prettiest”. This reminded pet owners that health, personality, and care matter more than ribbons or appearances. The highly detailed inflatable bulldogs become symbolic representations of that message.
By launching during their campaign during the week of the dog show, The Honest Kitchen ensured that their campaign would land in front of an audience already deeply engaged with dog standards and appearances. The campaign was designed as a “counter-culture takeover” that challenged long-standing norms within the dog world. Rob Lewis, co-founder and executive creative director of Good Conduct, said, “Westminster celebrates dogs bred to meet specific standards, but our mission has always been bigger than appearances. This campaign flips that script by celebrating what doesn’t conform and asking people to reconsider how much value we place on appearances, whether we’re talking about dogs, food, or ourselves.”
Inflatable Dogs as Experiential Marketing Landmarks
An article by TrendHunter highlights that inflatable marketing strategies prioritize engagement over visual perfection, allowing brands to disrupt traditional advertising and connect emotionally with audiences. Floating along the harbor on a barge, the inflatable dogs were visible from multiple vantage points, transforming the New York Skyline into part of the campaign itself.
After cruising along the Hudson, the inflatable dogs were then showcased at Plaza33, right outside of Madison Square Garden, one of the venues for the dog show. The inflatable dogs continued to generate foot traffic and prompted photos and organic social sharing. The giant size of the inflatable dogs made them impossible to ignore and invited conversation. This helped increase brand awareness without feeling forced or overly promotional.
Crafting the Inflatable Dogs
Inflatable Design Group built both 20-foot inflatable dogs with careful attention to detail and with the best materials available in the industry. The inflatables served as both sculptures and storytelling tools for the campaign. Their size allowed them to function as landmarks while also being true to the breeds they represented. This reinforces the campaign’s focus on honesty and authenticity.
Large-scale inflatables like these don’t just attract attention; they create moments people stop for, photograph, and share. Patch NYC highlighted the activation as a celebration of “real pups,’ noting how the campaign encouraged viewers to rethink what beauty means in the dog world.
A Campaign Built for Visibility and Conversation
The campaign reflects our belief that what matters most is helping dogs thrive and rejecting uniformity, because our differences are what makes us special…”
– Miki Dosen, Chief Marketing Officer at The Honest Kitchen
From their harbor cruise to the Plaza33 installation, The Honest Kitchen’s campaign succeeded because it met people where they were, outdoors, in public spaces, and during a culturally relevant moment. The inflatable dogs created conversation and served as social media backdrops as well as reminders of The Honest Kitchen’s core brand values.
This inflatable activation helped The Honest Kitchen connect with audiences in a way that traditional ads often can’t. It embraced imperfection and showed that the brand cares more about dog food, it cares about your pets and you.
Bring Your Campaign to Life with Custom Inflatables
Inflatable Design Group specializes in turning brand stories and campaigns into attention-grabbing experiences that people remember. From inflatable replicas and floating installations to large-scale activations, our team works closely with brands to design inflatables that bring their vision to life.
If you are planning a campaign and want to explore how custom inflatables can elevate your storytelling and visibility, email us at info@inflatabledesigngroup.com to get started.